WETEX PARADE

Course Related Marketing Campaign – Encouraging Literacy

The campaign headlined ‘The Little Big Book’, utilised a storybook as the key prop to convey the limitless power of reading and storytelling to encourage reading in a low literacy community. The main visual featured familiar fairytale characters jumping out of a storybook’s pages to engage a child’s inner sense of curiosity and imagination. The campaign won the ICSC Asia 2010 Gold Award.